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Product Development

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To describe in week-by-week detail the steps required to complete Phase 1 – Product Development – with an emphasis on the Disney Product Design ...

To describe in week-by-week detail the steps required to complete Phase 1 – Product Development – with an emphasis on the Disney Product Design
To describe in detail the deliverables, actions and decision points during Phase 1

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    Product Development Product Development Presentation Transcript

    • [email_address] 408.656.2498 Product Development
    • MVNO Mobile Virtual Network Operator [email_address] 408.656.2498
    • Outline of Presentation
      • Objective
        • To describe in week-by-week detail the steps required to complete Phase 1 – Product Development – with an emphasis on the Disney Product Design
        • To describe in detail the deliverables, actions and decision points during Phase 1
      • Outline
        • Review of the objectives and deliverables for Phase 1 – Product Development
        • Detailed overview of the process
          • Week by week “dive” into the steps in the process – emphasis on the Product Design steps
          • Deliverables and decision points for each week in the process
      [email_address] 408.656.2498
    • Assumptions
      • Timeline assumes commercial, national launch September 2004
      • Product specifications need to be completed by end of 120-day design period
      [email_address] 408.656.2498
    • Disney Product Development Objectives
      • In order to meet Disney’s product differentiation, revenue, and market timing goals, the Disney MVNO wireless product should :
      • Meet the stated and unstated needs of the targeted Disney user segment
      • Strongly leverage core Disney assets (brand, content and applications)
      • Be designed with the wireless/mobile user experience in mind
      • Be designed to minimize complexity and enhance positive brand associations
      • Always keep the total customer experience in mind (from purchase through deactivation)
      [email_address] 408.656.2498
    • Disney Product Development Sub Product Design ( first 80 days )
      • The team works collaboratively through the product design process
      • Define the Disney target customer. Understand their unmet needs in wireless. Understand the equity of the Disney brand, products and services
      • Develop application concepts
      • Refine and define product specifications
      • Create product mockups and samples
      • Conduct market research
      • Feedback research results into product design process
      • At completion of the Product Design phase the core team manages the Product Implementation phase
      • Develop, define and document product requirement specifications
      • Create detailed process flows
      • Create detailed functional requirements
      • Begin system integration and testing
      Product Implementation ( next 40 days ) Product development includes both the product design and the product implementation sub-phases. These initial activities focus on creating the ideal customer experience, leveraging Disney assets and information about Disney subscribers, and creating a design specification for subsequent development and implementation Product Development Technology Platform Wireless Carrier Handsets Operations Distribution & Logistics Retail Distribution Applications & Content MVNO Management Finance Marketing [email_address] 408.656.2498
    • Phase 1: Product Development – Deliverables Project Areas Description Product Development Partner Negotiation
      • A description of the MVNO customer experience including the activation process, customer care experience, web interface and retail distribution
      • A description of the MVNO product experience including purchase, pricing models, rate plans offered, handset pricing and “traditional’ non-voice services
      • A description of the MVNO application experience including the applications, features, story boards, asset lists, and non-voice services provided by the MVNO and the content management processes.
      • Input, analysis and recommendation for the potential carrier partners. Analysis includes an evaluation and comparison of the candidate carriers’ pricing, coverage, data capabilities, services and strategic fit
      • Input, analysis and recommendation for the preferred handset partner including all key terms: handset pricing, volume requirements and customization costs
      • Input, analysis and recommendation for a retail distribution partner strategy. Conduct preliminary meetings with potential retail partners
      Deliverables Customer Experience Requirements Product Experience Requirements Application Experience Requirements Carrier Partner Selection Handset Vendor Recommendation Retail Partner Analysis A B C D E F Team Core Team Core Team Core Team Joint Team Joint Team Joint Team [email_address] 408.656.2498
    • Phase 1: Product Development – Deliverables Application Framework Key Contracts Financial Model
      • Deliver an overview of the architecture and technology platform required to deliver the applications detailed in the Application and Product Experience Requirements documents. The architecture will include Disney’s role in application creation and Visage’s role in application delivery and management
      • Deliver a detailed review and feasibility analysis of all application ideas/themes to determine that the delivery systems and the applications meet the customer experience standards
      • Finalize implementation and operations contract with host Carrier to provide voice and data transport and other services.
      • Finalize implementation and operations contract with Visage for MVNO systems, host carrier interface, activation, care services, logistics, billing services and other services
      • Prepare an updated view of the financial models that reflect the customer, product and application experiences detailed in the requirements developed process
      Wireless Application Framework Application Feasibility Analysis Carrier Contract Visage Contract Updated Financial Models G H I J K The following pages assume that these deliverables need to be complete at the end of the 120 day Product Development phase Project Areas Description Deliverables Team Core Team Core Team Joint Team Joint Team All [email_address] 408.656.2498
    • Phase 1 – Work Plan (Summary Timeline) Customer Experience October November December January Product Experience Application Experience Carrier Selection Handset Vendor Recommendation Retail Partner Analysis Application Framework Application Feasibility Carrier Contract Visage Contract Updated Financial Models Product Development Partner Negotiation Application Framework Key Contracts Fin. Model Contracts  Contracts  A B C D E F G H I J K [email_address] 408.656.2498
    • Work Plan Detail – Week 1 ( October 13-17 ) Product Development Activities/Goals Team End of week output
      • Kickoff meetings with Core Product Team –
        • Review agreed-upon timeline, deliverables, roles and responsibilities
        • Ensure Product Development deliverable expectations are clear and fully agreed to by all parties
        • Begin Disney orientation for non-Disney team members
      • Review existing Disney research – identify Disney brand equity, identify what customers think of Disney, what they would expect from Disney wireless, segmentation analysis of Disney customer – Disney moms, Disney families, Disney kids, lifestyle, demographic. Identify customer needs
        • Review existing Disney wireless experiences in licensing, applications and accessories
      • Introduce high-level application concepts, and begin ideation
        • Agree upon set of core mobile design principles to apply application concepts to
        • Introduce application concepts and discuss
      • Define core product experience specifications
        • What constitutes the Disney product? ( e.g. pricing and rate plans, handset, accessories, standard & non-standard voice and data features )
      • Core Product Team – all week
      • Other Disney customer experts
      • Some IT input to validate capabilities
      • Target segment identified – Disney Moms, Disney families, Disney kids, Disney collectors
      • Agreement on timeline, deliverables and roles & responsibilities
      • Develop hypotheses about segments’ wireless needs, fit with Disney assets and market opportunity
      Product Development [email_address] 408.656.2498
    • Work Plan Detail – Week 2 ( October 20-24 ) Product Development Activities/Goals Team Output
      • Competitive landscape overview,
      • What carriers are offering; competitive strategies; state of the market; what features, services and applications are succeeding (and failing)
        • US prepaid wireless – Virgin Mobile, Boost Mobile
        • US postpaid – all six major US carriers
        • International success stories: NTT DoCoMo, Vodafone Live, winning applications
      • Define research objectives and methodologies
      • Begin designing application, product and customer experience definition – which Disney assets work in wireless, “whiteboard” new wireless application ideas, apply core wireless design principles to all ideas
      • Core Product Team – full time
      • Other Disney customer experts
      • Some IT to validate capabilities
      Product Development
      • Thorough competitive landscape presentation by Visage Mobile
      • Template for customer research in weeks 3-12
      • High level product concepts scoped
      [email_address] 408.656.2498
    • Work Plan Detail – Week 3 ( October 27-31 ) Product Development Product Development Activities/Goals Team Output
      • Final decision on target segment
      • First wave of marketing research results
      • Draft of detailed handset requirements
      • Continue application, product and customer experience definition sessions – define applications; evaluate how they work in wireless; handset & rate plans, and full customer lifecycle experience
        • “ Hero” application, how Disney content will be leveraged
        • Customer credit issues, payment methods, retail experience, etc.
      • Test product concepts in qualitative research – likes, dislikes, willingness to purchase, suggestions
      • Refine product concepts based on output from marketing research and carrier identification
      • Review product concepts with IT SMEs to evaluate capabilities – refine product concepts based on IT feedback
      • Refine purchase and activation process – confirm capability match with billing, CRM, customer care systems, retail systems
      • Begin detailing handset requirements for handset RFP selection process
      • Core Product Team – full time
      • Other Disney customer experts
      • IT input to validate concepts
      [email_address] 408.656.2498
    • Work Plan Detail – Week 4 ( November 3-7 ) Product Development Product Development Activities/Goals Team Output
      • Core Product Team – full time
      • Other Disney customer experts
      • IT input to validate concepts
      • Product concept scope defined
      • User experience outlined and validated with research
      • Continue to test product concepts in qualitative research – likes, dislikes, willingness to purchase, suggestions
      • Refine product concepts based on output from marketing research and carrier identification
      [email_address] 408.656.2498
    • Work Plan Detail – Weeks 5-6 ( Nov.10-21 ) Product Development Product Development Activities/Goals Team Output
      • Core Product Team – full time
      • Other Disney customer experts
      • IT input to validate concepts
      • Continue to test product concepts in qualitative research – likes, dislikes, willingness to purchase, suggestions
      • Refine product concepts based on output from marketing research and carrier identification
      • Carrier decision finalized
      [email_address] 408.656.2498
    • Work Plan Detail – Weeks 7-8 ( Nov. 24-Dec. 5 ) Product Development Product Development Activities/Goals Team Output
      • Core Product Team – full time
      • Other Disney customer experts
      • IT input to validate concepts
      • Finalize application, product and customer experience definition – define ( at deeper level ) each application; how they are accessed & used; handset & rate plans, full customer lifecycle experience. Complete documents to minimum level 2 detail
      • Marketing research testing of product concepts and product elements. Test prototype application design work with Disney target customers – feed results back into final application design
      • Identify open issues/unresolved elements and information needed
      • Identify third party vendor/partners required to deliver product and application experience
      • Begin detailed application design
      • Final Prototype Application Experience, defined at Level 2
      • Final Prototype Product Experience
      • Final Prototype Customer Experience
      [email_address] 408.656.2498 Product Development Activities/Goals Team Output
    • Work Plan Detail – Weeks 9-12 (Dec.-Jan.) Product Development Activities/Goals Team Output Product Development
      • Begin detailed technical specification of applications for coding and integration – begin detailing exception processing, process flows and final application delivery
      • Final testing and marketing research
      • Resolve any open issues for product design
      • Complete detailing documents to level 3
      • Finalize ( external ) application vendor decisions
      • Complete detailed application design and application feasibility analysis
      • Core Product Team – full time
      • Strong IT involvement
      • Handset decision finalized
      • Application vendor decisions finalized
      • Completed (to level 3) Customer Experience
      • Completed Product Experience
      • Completed Application Experience
      • Complete Wireless application framework configuration
      • Final marketing research results
      [email_address] 408.656.2498
    • [email_address] 408.656.2498 Orlando Moreno [email_address] 408.656.2498 Questions